CHAPTER ONE

INTRODUCTION

1.1 BACKGUND OF THE STUDY

Advertising is one of the promotional tools companies use todirect persuasive communications to consumers or buyers and the general public. advertising policy constitutes such an important strategy in the marketing program  of companies that its negligence could spell down for companies. generally speaking ,companies exist to produce and market product. This objectives cannot be actualized if the manufactured product are not brought to the knowledge of he consuming public.

        against this background, product advertising purposes on projecting the image and marketability of the products in such manner that will make them acceptable to the customers.

        Odunsi (1998:19) noted the important of product advertising when he stressed that growth being recorded in the advertising field is connected with its potential

  to facilitate the distribution of its products. The products of the company are seen and known in every mook and Granny of the southern part of this country, as well as in some northern states.

1.2   STATEMENT OF THE PROBLEM

The objective of every company is to achieve its sales volume target because, if achieved other performance indicates like growth and entertainment. As a company that has been in the   business of leisure, pleasure and fun for over 50 years, 7-up bottling company Ltd has been a major force in the entertainment industry through a vigorous music sponsorships programmes. The underlying philosophy is to bring world classes entertainment to Nigeria to support the role of out brands.

International star like Naught Nature, usher, Shagy and Awilo have thrilled Nigeria live in recent time courtesy Nigerian.

In addition, product advertising enhances the response of potential buyers to an organization and its offerings. This it does by providing information, channelizing desires and by supplying reasons for preferring the product being projected. In spite of the invaluable role of product advertising in achieving the sales volume target of companies. It still grapples with some problems that need to be addressed. It is sad to observe that most companies operating in Nigeria are still inflexible and reluctant to be courageous in their advertising policy. They are so scared of contracting advertising jobs to advertising agencies to handle their sales volume target. Now with the commissioning of its new ultra-modern brewery in Ama Enugu State, unique for its size, design and they are still set to impact even more positively in the lives of Nigerians. Besides, the company is contracts more man one advertising agency of any given point in time. This means it difficult to spend same reasonable money  on advertising. This is now becoming a common feature in the soft drink industry. For instance, are hardly hears of advert concerning old beautiful product like maltex and vita malt. This should be affecting their sales volume target. Finally, the product advertising policy of the company is not so effective as to enable it have some impact on the company's sales volume. Some companies do choose some wrong and ineffective media to execute the advertising policy, hence achieving nothing at the end of the day. All these afore-discussed problems deserve to be addressed through the provision of appropriate information, because, it is only when effective information, concerning a problem is provided, will its solution be sought.

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